by Ryan Thibodeaux, August 2024
In today’s fast-paced business environment, automation and integration are no longer luxuries—they’re necessities. The combination of Google Scripts and the HubSpot API provides a powerful toolkit for businesses looking to streamline operations, automate complex processes, and integrate HubSpot seamlessly with other systems. At Goodwood, we’ve been leveraging these technologies to create tailored solutions that meet the unique needs of our clients in the financial services sector.
This article explores how Google Scripts and the HubSpot API can be used to develop both simple and complex automations, providing real-world examples from recent Goodwood projects.
Google Scripts is a cloud-based scripting language for light-weight application development in the G Suite platform. When combined with HubSpot’s robust API, it enables businesses to automate tasks that would otherwise require manual intervention or custom development. From automating data entry to integrating HubSpot with external systems, the possibilities are virtually endless.
At Goodwood, we’ve seen firsthand how these tools can transform business operations, allowing our clients to save time, reduce errors, and improve efficiency.
One of our clients, an ETF sponsor, required a robust solution to automate data feeds from custodians and integrate this data into their dynamic websites and CRM backend processes. The challenge was to retrieve, parse, validate, and format data from multiple custodians on a scheduled basis, ensuring that the most up-to-date information was always available to end-users and internal teams.
Example Implementation:
Using Google Scripts, we developed a script that interfaces with the custodians’ data feeds and retrieves the latest data on a scheduled basis. This data is then parsed, validated, and formatted according to the requirements of the ETF sponsor’s dynamic website. The processed data is automatically pushed to the website, ensuring that all displayed information is current and accurate.
Additionally, the same script integrates with HubSpot via the HubSpot API, feeding relevant data into the CRM for use in backend processes such as reporting, client communication, and compliance tracking.
This automation allowed the client to maintain a high level of data accuracy across their public-facing website and internal CRM, significantly reducing the manual effort required to manage these processes.
In another project, we utilized Google Scripts and the HubSpot API to create complex workflow automations for a client with unique custom objects in their HubSpot instance. The client needed to automatically associate these custom objects with contacts and deals based on specific criteria.
Example Implementation:
We designed a Google Script that listens for updates in HubSpot and triggers the creation or association of custom objects as needed. For example, when a new deal is created, the script automatically checks for related custom objects and associates them with the deal, ensuring that all relevant information is linked and easily accessible.
This solution not only streamlined the client’s workflow but also ensured that their HubSpot instance reflected the true complexity of their business operations.
A common challenge many businesses face is the need to integrate HubSpot with other systems, such as CRMs, ERPs, or bespoke applications. At Goodwood, we’ve used Google Scripts and the HubSpot API to bridge these gaps, creating custom integrations that enable seamless data flow between HubSpot and other platforms.
Example Implementation:
For one client, we developed a Google Script that integrates HubSpot with their ERP system. The script pulls order data from the ERP and automatically updates the corresponding records in HubSpot, ensuring that the sales team always has the most up-to-date information about client orders.
This integration eliminated the need for manual data entry, reduced errors, and improved the client’s ability to track orders and manage customer relationships effectively.
The combination of Google Scripts and the HubSpot API is a powerful toolset for businesses looking to enhance their CRM capabilities through automation and integration. Whether you need to automate simple tasks or develop complex workflows, these tools offer the flexibility and power needed to create tailored solutions that drive efficiency and improve business outcomes.
At Goodwood, we’re committed to helping our clients unlock the full potential of their CRM systems. Through our recent projects, we’ve seen how these tools can transform business processes, and we’re excited to continue exploring new ways to leverage their capabilities.
To learn more about how Goodwood can help you harness the power of Google Scripts and HubSpot API, schedule a call.